Marketing Tactics for Niche Markets
Marketing a Labor Union
You're heavily invested in the success of your labor union and failure isn't an option. That means you'll also need to invest yourself in the strategies and techniques it takes to effectively market your brand in the marketplace.
For a labor union, the line between success and failure is based on more than the execution of core competencies.
Some marketing concepts are just common sense. Unfortunately, it's takes more than a basic business mindset to achieve total market visibility. You will also have to become a student of specific marketing strategies for a labor union.
Loss Leaders
The majority of labor unions understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of labor unions, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.
Email Campaigns
Today's consumers are extremely tech-savvy. They rely on social media and email to both receive and transmit brand messages. What does that mean for your company? It means the odds are in favor of email campaigns actually connecting with customers. In many labor unions, the real challenge is compiling a substantive quantity of qualified email addresses. Premium mailing list providers can mitigate the cost and hassle of in-house list generation. More importantly, providers typically give business owner an assurance that their lists are accurate and up-to-date.
Make Sure You Have a Good Business Sign
Good signage is a Business 101 concept. Despite the fact that labor unions are very different from each other, signage can be used by any labor union to communicate the company's value to their customers. Is your sign visible and attractive? Does it reinforce your brand and value proposition? Does your signage invite customers to take the next step or does it simply annoy them? These are the kinds of questions you'll need to ask about both exterior and interior sign elements.
Since the signage for labor unions is unlike the signage for other types of businesses, avoid glossing it over as an afterthought. This is not a decision to rush into. Spend some time thinking about the attributes of a good business sign for your unique needs before you purchase a new sign.
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